Product Marketing Manager, Mobile Publishing - Mattel Digital Studio

Mattel EMEA; El Segundo (CA); On-site; USD 100,000 - 150,000; Full time

Job summary

Mattel Game Studios seeks a Product Marketing Manager to drive go‑to‑market execution for a growing mobile game portfolio. You will own lifecycle campaigns, audience segmentation, and cross‑functional coordination across Growth, Brand, PR, and game teams to maximize launches and live‑ops performance.

The role emphasizes data‑driven decision making, storytelling, and hands‑on execution with internal partners, including Brand and Creative Strategy, to translate product features into engaging

Qualifications

• 5+ years in product, growth, or lifecycle marketing, including 3+ years marketing live‑service mobile games.
• Strong understanding of the mobile game publishing ecosystem, including acquisition, retention, monetization, LiveOps, lifecycle marketing, and go‑to‑market planning.
• Experience developing audience segmentation, messaging frameworks, product positioning, and integrated marketing plans.
• Experience supporting a title across its full lifecycle — pre‑registration, launches, LiveOps events, and feature updates — with hands‑on CRM and lifecycle execution across journeys, segmentation, push, email, and personalization.
• Experience partnering with Influencer Marketing and agency partners to plan and execute creator campaigns.
• Experience partnering with performance marketing teams on paid acquisition, ASO, creative testing, audience targeting, and campaign planning.
• Experience managing or synthesizing player and market research — surveys, competitive analysis, playtests — and distributing findings to inform cross‑functional planning.
• Data‑driven, with the ability to pull creative and campaign performance reports, interpret results, and translate them into clear recommendations.
• Strong cross‑functional collaborator with ability to influence without direct authority.
• Exceptional storytelling and communication skills, with the ability to translate product features into compelling player benefits through presentations, marketing plans, creative briefs, and messaging frameworks.

Responsibilities

• Build and run go‑to‑market plans for each title across its full launch arc — pre‑registration, soft launch, worldwide launch, and LiveOps.
• Own the cross‑functional marketing calendar across the portfolio, coordinating timing across game teams, Growth, Brand, PR, Web, and Influencer Marketing.
• Develop positioning, messaging frameworks, audience segmentation, and player personas to guide campaigns.
• Execute lifecycle and CRM campaigns including segmentation, copy, cadence, and journey design for onboarding, engagement, and reactivation.
• Develop the app store presence and first‑party merchandising with our Creative Strategist, including store listing content and visuals.
• Partner with Brand teams to integrate mobile game moments into events, launches, and influencer activations.
• Collaborate with Influencer Marketing and agency support to plan creator campaigns that build awareness and installs.
• Own distribution of player and market research, ensuring insights reach UA, Creative Strategy, Brand, Product, and game teams.
• Coordinate cross‑Mattel promotional campaigns and report performance back to Growth and Publish.

Skills

Lifecycle marketing

Go-to-market planning

Audience segmentation

Cross-functional collaboration

CRM campaigns

Storytelling

Data-driven decisions

Education

Bachelor's degree in Marketing, Business Administration, Communications, Digital Media, or related field

Tools

PowerPoint

Excel

Singular

ASO testing

Job description

CREATIVITY IS OUR SUPERPOWER.It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

The Team:

Mattel Digital Studios is focused on building digital products, platforms, and experiences that deepen fan engagement and expand the ways consumers connect with Mattel's iconic brands.

Within it, Mattel Game Studios is the self-publishing team growing Mattel's portfolio of mobile games — building free-to-play titles on Mattel's most recognized IP, including Barbie, Hot Wheels, and UNO, each with over 90% brand recognition. We operate as a publisher: game development is external, and we own growth, publishing, and the platform that supports both, with multiple titles in development across multiple studios launching on a roughly twice-yearly cadence. Our team spans User Acquisition, Product Marketing, Analytics, Creative Strategy, and Publishing, and we partner closely with internal game studios, brand teams, analytics, creative, product, engineering, and external partners to deliver engaging player experiences while driving sustainable business growth.

The Opportunity:

Mattel Game Studios is seeking a Product Marketing Manager to build and run go-to-market execution across our growing portfolio of mobile games. This role reports to the Senior Director of Growth and serves as a key bridge between game development, publishing, User Acquisition, Creative Strategy, Analytics, PR, and Mattel's Brand and Franchise teams.

As our mobile portfolio expands, this role will coordinate go-to-market planning, pre-registration and launch activation, player lifecycle campaigns, audience strategy, and cross-Mattel promotional execution across titles. The ideal candidate combines strong marketing fundamentals with a passion for mobile games and player behavior and is comfortable rolling up their sleeves to drive execution alongside internal partners.

This is a highly collaborative individual contributor role without direct reports that requires strong project management, exceptional communication, and the ability to coordinate cross-functional teams.

What Your Impact Will Be:

• Build and run go-to-market plans for each title across its full launch arc — pre-registration, soft launch, worldwide launch, and into LiveOps — including activation campaigns that convert pre-launch interest into day‑one players.
• Own the cross-functional marketing calendar across the portfolio, coordinating timing across game teams, Growth (Creative Strategy and User Acquisition), Brand teams, PR, Web, and Influencer Marketing.
• Develop positioning, messaging frameworks, audience segmentation, and player personas that guide marketing campaigns throughout each title's lifecycle.
• Execute lifecycle and CRM campaigns including segmentation, copy, cadence, and journey design that supports player onboarding, engagement, and reactivation targets set by Growth and LiveOps.
• Develop the app store presence and first‑party merchandising in collaboration with our Creative Strategist including store listing content, screenshots narrative, seasonal refreshes, and feature pitches. Partner with User Acquisition and Product teams on ASO testing methodology.
• Partner with Brand teams to integrate mobile game moments into their events, physical product launches, and social and influencer activations — and bring brand moments into game marketing and LiveOps in return.
• Partner with Influencer Marketing and agency support to plan and execute creator campaigns that build awareness and drive installs across titles.
• Own the distribution of player and market research — new studies and existing findings alike — ensuring insights reach UA, Creative Strategy, Brand, Product, and game teams and actively inform their planning.
• Coordinate cross‑Mattel promotional campaigns including calendar alignment, creative brief input, and day‑to‑day partner relationships, and report performance back to Growth and Publish

What We’re Looking For:

• Bachelor's degree in Marketing, Business Administration, Communications, Digital Media, or a related field, or equivalent experience.
• 5+ years in product, growth, or lifecycle marketing, including 3+ years marketing live‑service mobile games. Casual mobile experience strongly preferred.
• Strong understanding of the mobile game publishing ecosystem, including player acquisition, retention, monetization, LiveOps, lifecycle marketing, and go‑to‑market planning.
• Experience developing audience segmentation, messaging frameworks, product positioning, and integrated marketing plans.
• Experience supporting a title across its full lifecycle — pre‑registration, launches, LiveOps events, and feature updates — with hands‑on CRM and lifecycle execution across player journeys, segmentation, push, email, and personalization to drive engagement and retention.
• Experience partnering with Influencer Marketing and agency partners to plan and execute creator campaigns.
• Experience partnering with performance marketing teams on paid acquisition, App Store Optimization (ASO), creative testing, audience targeting, and campaign planning.
• Experience managing or synthesizing player and market research — surveys, competitive analysis, playtests — and distributing findings so they actually inform cross‑functional planning.
• Data‑driven, with the ability to pull creative and campaign performance reports, interpret results, and translate them into clear recommendations.
• Strong cross‑functional collaborator — Product, Game Development, Analytics, Creative, Publishing, Brand, Engineering, the broader Mattel organization, and agency partners — with the ability to influence without direct authority.
• Exceptional storytelling and communication skills, with the ability to translate product features into compelling player benefits through presentations, marketing plans, creative briefs, and messaging frameworks.
• Experience with mobile analytics platforms such as Singular is preferred.
• Advanced proficiency in PowerPoint, Excel, and other core business applications.
• Self‑starter, comfortable operating in ambiguity, juggling multiple concurrent priorities without losing composure, and building new processes as the organization grows.
• Comfortable balancing strategic thinking with hands‑on execution.
• Demonstrated agrowth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.